Designing the ideal website goes beyond choosing a domain name, layout, color scheme, graphics, and content. In fact, no matter how great a website looks, if it does not meet or exceed the needs and expectations of its target audience, it will ultimately fail. Essentially, to be an effective web designer, it becomes necessary for you to have an in-depth understanding of the audience you’re trying to attract.
Having a clear understanding of a customer’s likes, dislikes, location, shopping and contact preferences, product/service selections, online behaviors, and customer service expectations/concerns, ties directly into developing an effective website. Since collecting and analyzing this wealth of information is a cumbersome and time-consuming task, web designers often turn to customer data platforms to streamline the process.
What Are Customer Data Platforms?
Customer data platforms are digital resources designed to help businesses, marketers, sales teams, and web designers in collecting and segmenting consumer data from various sources. The idea is to provide users with a 360-degree view of target customers that can be used to create personalized experiences both off and online. Though a relatively new concept and product, CDPs have become so popular that there are options ranging from ActionIQ to Adobe CDP to choose from. Each comes with its own set of features, pricing, and advantages.
How Are CDPs Beneficial for Web Design?
Other than saving time, the implementation of a CDP can be instrumental in designing effective websites. When used accurately, such platforms can help web designers to create more authentic user profiles, make necessary adjustments to accommodate ever-changing trends and user expectations, and enhance user experience. Check out a few examples below on how the use of consumer data can enhance website design and user experience.
Designing a website that’s visually appealing to target audiences takes a bit more than creativity. It also requires designers to have a clear understanding of the very people they’re trying to attract. For example, knowing that most of a company’s existing customers are tech-savvy young adults means that you can get a bit more creative with flashy fonts, cool graphics, and touch interaction features. On the other hand, a customer base comprised of senior citizens might prefer a site that’s easier on the eyes, with traditional fonts and simplistic color-schemes.
Ease of Use
A website can look great, but if it’s not easy to use, target audiences will go elsewhere. From layout and navigation to checkout processes and account management, utilizing consumer data platforms can assist designers in creating an ideal platform that boosts user experience. Keeping in mind that everyone has a different level of technological experience, consumer data can be analyzed to customize a site that’s compatible with their audience’s level of interaction complexity.
Using the same target customers from above, a younger audience might prefer options like mobile sites or applications for fast and efficient checkout on the go, an older audience might prefer a basic desktop website with simple grids and clear step-by-step instructions for a more beginner-level checkout experience.
Content Type and Tone
What’s a website without content? From the types of content used to the style, tone, and language throughout the site, web designers can utilize consumer data from CDPs to improve traffic and readership. For brands catering to teens and young adults, integrating blogs, charts, graphics, videos, and audio files using relevant hip terms and lingo would prove beneficial. Middle-aged and senior audiences, however, might prefer straightforward content in simple formats.
Long gone are the days where website designers develop generic sites using blanket strategies and concepts. To continue to meet the ever-evolving needs of modern-day consumers, they must effectively design websites that are both aesthetically appealing and easy to use. As you can clearly see, having access to consumer data can make designing websites easier and more efficient. By gathering and analyzing key information on existing customers, designers are able to dive deeper into creating personalized experiences that keep users coming back time and time again.